MIDEM TALENT EXPORTER PROGRAMME

‘It’s a pretty awesome time for new artists’

Artists need to think globally in terms of their careers and this year’s Midem Talent Exporter programme is offering a once-in-a-lifetime opportunity to emerging acts from different countries to develop internationally. Juliana Koranteng reports

Beats Communications’ Nayira Castellanos Vevo’s Parul Chokshi peermusic’s Ralph W Peer PopArabia’s Spek

THE MIDEM Talent Exporter 2021 artists’ selection — 12 in all — from Argentina and Bulgaria to France, Taiwan and Uganda, were chosen from entries from 71 countries, and cover a wide range of genres that include hip-hop, pop, R‘n’B, electronic dance and world music. In collaboration with the Taiwan Creative Content Agency (TAICCA) and described as the “ultimate music accelerator for artists’ international expansion”, Midem Talent Exporter creates rare business openings by arranging meetings between the finalists and real-life international talent scouts. And as a bonus for this year’s event, the selected artists will also be receiving advice from Steve Aoki, the award-winning international hit DJ, who is Midem Talent Exporter 2021’s artist ambassador. And talent buyers, who are seeking new voices, faces and sounds to elevate commercially, have totally embraced Talent Exporter’s potential. Ralph W Peer, vice-president Sub-Saharan Africa & MENA at publishing powerhouse peermusic, praises the human contact this initiative brings to up-and-coming artists, even though digital tools exist to enable them to find their own audiences. “As someone working in the creative industries it is always an honour and pleasure to meet new talent and hear new ideas, particularly from those outside our normal geographical silos or focus,” Peer says. “To produce art requires investment of many forms, which is not always simply monetary. Professionals like myself specialise in giving or opening up opportunities to such investment.” Vevo, a multinational music-video broadcasting platform, welcomes artist discovery channels like the Talent Exporter. “This programme is so exciting because it unites music globally across so many different genres and regions,” Parul Chokshi, Vevo’s senior director of talent booking, says. “There are no more borders. An artist from Surulere in Lagos, Nigeria can be creating an innovative, viral music video just the same as any artist in London or New York. It’s a pretty awesome time for new artists.” she adds. “In the past, it was difficult to get your music heard, you’d need a

connection with a radio station or score a big record label deal. Now, there are so many ways to break through to a new audience.” For Spek, founder/president of PopArabia, a leading music-rights consultancy and indie music company in the MENA region, Talent Exporter opened a door to introduce the world to finalist Bedouin Burger, an Arabic electronic pop band signed to PopArabia. “There’s no one silver bullet that will resolve the challenges of having your voice heard when there’s so much music in the market. However, the Midem Talent Exporter is a great tool to help make an impact,” says Spek, who is also executive vice-president, international and emerging markets at US-based indie music powerhouse Reservoir. “Artist development has moved from being in the form of development deals by major labels to it moving to indie releases, snippets, short-form video content by a band able to build a social media presence for themselves.” One person helping up-and-coming performers deliver to the fan bases built via social media and other digital tools is Nayira Castellanos, CEO of US-based PR, marketing and communications agency Beats Communications. “As music genres and cultures continue to blend, it’s very interesting to learn about the trends emerging all over the world, and Midem is one of the few platforms that is able to bring everyone to the same space,” she says. “Artists now have the capacity to create a community anywhere in the world, and that should definitely be a focus point.” n

Parul Chokshi: “Now, there are so many ways to break through to a new audience”

Midem Talent Exporter’s 12 Finalists

Andrekza, Latin (Venezuela) Ascendant Vierge, Electronic pop (France) Bedouin Burger, World (Lebanon) Beenie Gunter, R’n’B/Hip-Hop/Urban (Uganda) Howard Lee, Pop (Taiwan) Kabeaushé, Pop (Kenya) KALUSH, R’n’B/Hip-Hop/Urban (Ukraine) Maia Reficco, Pop (Argentina) OMA, R’n’B/Hip-Hop/Urban (France) Stilo Magolide, R’n’B/Hip-Hop/Urban (South Africa) Victoria, Pop (Bulgaria) Yung Raja, R’n’B/Hip-Hop/Urban (Singapore)